IIJS Premiere 2024 left most exhibitors overwhelmed with the response from the buyers. Some were sold out on Day 2 or 3 of the dual-venue show, while others saw 50% to 60% new buyers at their booth. Thanks to the duty cuts introduced in the Budget by the government, expectations pre-show were anyway positive. But no one expected a tsunami of orders from visitors.
In fact, one of the top gold jewellery exhibitors, speaking on condition of anonymity, revealed that the unexpected demand will require him to fast-track the establishment of a new factory, as his existing facility, despite its large size, won’t be able to handle the volume in time for the upcoming festival season!
Indian manufacturers hold a distinct advantage by harnessing both the skills of ancient artistry and the latest technologies, such as 3D printing and laser cutting. This blend allows them to create high-finish, high quality collections that are not only price competitive but also appealing to younger consumers.
This time, most exhibitors made significant efforts to present collections that are playful, inventive, and aesthetically pleasing, resonating across global geographies.
Bold Gold
One of the prime examples of innovative jewellery was the magnetic chain introduced by Chain N Chains, a gold jewellery manufacturer known for developing spring bracelets and wraparound slim line necklaces in the past.
The 22-karat gold 14-gram chain featured minute links embedded with neodymium, a magnetic rare earth metal. The chain had no hook/ clasp, instead the two ends of the chain fastened up through magnetic attraction. Its versatility allows it to be worn as a necklace in various lengths or even transformed into a bracelet. A striking detail is the chain’s ability to form a captivating finial adorned with a shining star. Vasant Birawat, owner of the company, said that they had introduced a limited edition of 40 pieces, but they had over booked for the same.
Swati Hans, Marketing Head, ORO, informed that they had no time to breathe for the first 4 days of the show as they were flocked by visitors from across India and the UAE and many more countries. “Our sales have gone through the roof! We introduced two of our patented collections – one featuring vibrant designs with ceramic-infused pearls, offering a unique play of colours, which has received a tremendous domestic and global response! The other is the spiral bangle collection. This is a seamless piece of many bangles in one piece without any soldering in it. After a lot of R & D we could make bangles in various weight and width ranges.
“We’ve modernised 22-karat gold bangles using advanced 3D printing for ultimate precision and a flawless finish. The collection includes versatile, multi-functional pieces that can be worn in various ways, ensuring they don’t just sit in a locker. We’ve introduced patented designs. Our collection also features seamless bangle sets and intricate, traditional designs, all tailored to meet the evolving tastes of our customers.”
Nikunj Jain, Director, Sundaram Chains Pvt. Ltd., Mumbai, showcases changeable MOP chains crafted in 22-karat gold. “These Mugappu chains are a piece of traditional jewellery featuring the iconic thali mangalyam. The standout feature of these ethnic chains is their changeability, allowing consumers to easily switch them according to the occasion, making them both versatile and stylish. As for cutting down the metal weight, Jain, explained, “By utilising 3D wax printing technology, we directly cast wax into gold, thus reducing weight by up to 50% and enabling the creation of intricate 3D and 4D designs that are unattainable with traditional mold casting methods.” Jain said that 60% of the visitors were first-time customers, including India, Dubia, Malaysia, and London.
Kapil Bapna of Arham Jewellers, Mumbai, shared that they attracted buyers from across India for their handmade ‘Kolkata jewellery’ in 22-karat gold. “Our intricately handmade pieces, featuring crafts like filigree, rawa work, chitrai, and more, were well-received. Our heavyweight items were particularly in demand among buyers from Dubai, Malaysia, and the UAE.”
Masiar Shaikh of Gold Artism, Mumbai, said that “The overall response to our 22-karat bridal jewellery range was strong. Buyers from across the country visited us and shared valuable ideas that will be instrumental in enhancing our future collections.”
Diamond Sparklers
Rishi Punamiya, Partner, Raj Diamonds, Mumbai, informed that sales were more than double their expectations. “Our regular diamond and gem-studded lines, priced between Rs. 5 lakhs and Rs. 10 lakhs are our bread-and-butter items, which saw fantastic sales across India. Our bridal sets, costing up to Rs. 50 lakhs, also performed exceptionally well both in the domestic market and among our buyers from the USA.”
Anand Kulthia of Kulthiaa Jewel, Kolkata, remarked that the IIJS Premiere 2024 has truly set a new benchmark in the world of diamond jewellery exhibitions. “This year, buyers have focused on design instead of price tags, and this is a refreshing and much-needed shift, which deservedly draws attention to the artistry and creativity that define luxury jewellery. Our brand is renowned for its exquisite designs, and we think this is the perfect platform to showcase our latest collections. The response from clients was overwhelmingly positive, with many appreciating the innovative pieces on display. It’s evident that the emphasis on quality and unique design has resonated deeply with discerning buyers. The show’s atmosphere was vibrant, and the organisation was flawless, making it a phenomenal experience overall.”
Bharat Verma of Karni Jewellers, Hyderabad, said that they have been participating in IIJS Premiere for the last five years, and by far, this has been their best and the most productive outing. They specialise in Victorian jewellery studded with fine natural diamonds and gemstones, and this time on they got tremendous response from north and south India. Known for their fine craftsmanship, the company was deluged with orders for their brooches, bridal sets, fine couture pieces as well as large idols of gods and goddesses wrought in gold and gemstones.
Vivek Ladha of Sangeeta Diamonds, Jaipur, informed that brooches were the flavour of the season. “Our buyers were keen on ordering budgeted articles up to Rs. 5,00,000. Vintage or designer brooches set with polkis, gems, pearls, and diamonds were the most favoured.” Art Deco earrings set with diamonds, onyx and precious gemstones were also trending at their booth.
Rahul Mehta, Managing Director, Silver Emporium said, “IIJS 2024 exceeded our expectations. With gold and silver prices reflecting the duty cut, it provided an added incentive for buyers to build their inventory ahead of the festive season. We anticipated record volumes following the duty reduction. There was an excellent positive response across all our product categories—gold jewellery, diamond jewellery, silver artifacts, and silver jewellery. I would like to thank the GJEPC team for their efforts in making this show a success. The facilities and stall layout surpassed our expectations.”
IIJS Premiere once again demonstrated its role as the key growth engine for the domestic market, as well as fuelling gems and jewellery demand on a global scale.